Chapter 1: Visual Storytelling and Self-expression as Participation on Instagram: Negotiating and Constructing Feminine-gendered Identities

The use of social media platforms, especially Instagram, cannot be overemphasised as it constitutes a significant part of a young woman’s daily life in South Africa (Statista, 2022). Instagram stands out among visual social media platforms for its emphasis on curated aesthetics, fostering a culture of visual storytelling and self-expression (Leaver et al., 2020, p. 7). This chapter explores how young South African women navigate and participate in constructing beauty ideals on Instagram. The study utilises the theory of Henry Jenkins’ ‘participatory culture’ (Jenkins, 2006, p. 3). In utilising a novel approach to ethnographic research, the Walk-Through Approach (Light et al., 2016), this chapter discusses the nuanced narratives of university-aged female students regarding the performance of feminine beauty construction and negotiation. Identified themes revealed diverse modes of participation, showcasing how participants curate their Instagram experiences to reflect personal preferences and values, and integrate beauty ideals into professional spheres. Participants’ performative practices on Instagram reflected both conformity to and resistance against traditional beauty norms, highlighting the fluidity of gender expression. The act of young female university students as both creators and producers of content highlights Instagram’s role as a dynamic and participative space for self-expression and identity exploration. Instagram’s participatory affordances play a crucial role in facilitating the negotiation and construction of beauty ideals within the South African context, contributing to the ongoing dialogue surrounding femininity, feminism, and digital culture. This chapter contributes to the ongoing discourse surrounding participatory media culture.